When Rihanna dropped Fenty Beauty and its iconic 40 shades of foundation it was bound to affect the makeup world, but now the newbie line is on track to outsell its competitors.
The numbers do not lie, Rihanna’s beauty line is outselling Kim Kardashian‘s KKW Beauty and Kylie Jenner‘s Kylie Cosmetics like crazy. According to Slice Intelligence’s numbers, which were reported by WWD, Fenty Beauty’s first month sales, which was $27 million, were five times higher than Kylie Cosmetics.
The following month Fenty Beauty sales were 34% higher than Kylie Cosmetics’. Kylie Cosmetics is coming up on its two-year anniversary and the brand has developed a cult following, but Kylie’s business model is way different than Rihanna’s and this might prove that Rih’s is better.
Kylie Cosmetics is primarily sold online through her store, minus the limited time it had IRL sales at Topshop and her new Kylie Truck sales. Kim’s beauty line KKW Beauty is exclusively e-commerce. While Fenty Beauty is sold exclusively at Sephora, online and in stores.
Slice also found out that Fenty Beauty shoppers spend way more on makeup than Kylie Cosmetics and KKW Beauty shoppers. On average, Fenty Beauty shoppers spend an average of $471 per year while KKW Beauty fans spend $278 and Kylie shoppers spend $181 every year.
If Fenty Beauty keeps up with these sales then it will outsell Kylie and Kim’s brands. But that’s easier said than done. Kylie Cosmetics is on track to become a billion-dollar business by 2022, according to WWD. In just 18 months Kylie Cosmetics pulled in a whopping $420 million in sales.
But if any brand was going to outdo Kylie Cosmetics our money would be on Fenty Beauty.